This is an ongoing service that specifically targets EIC Pathfinder beneficiaries and comprises weekly 1:1 mentoring session with G-Force experts to discuss startup issues in specific areas. A mentor can provide valuable insights into challenges and opportunities of launching and scaling business e.g., to create Minimum Viable Product and avoid common mistakes, how to efficiently pitch the idea or pilot to potential customers, how to organise a startup team to develop the MVP. The service aims to verify ideas and market potential in the early stage of development. This is crucial as the most successful startups usually end up with their “Plan B or C'' as their final product idea. This is also commonly known as ‘pivots’ and the start-up team needs to be working on several pivoting experiments at any given time. These side experiments generally conceptualise the growth path of each start-up. Apart from the standard methodologies, G-Force will encourage the use of design thinking as a guiding framework for product and service design based on research outcomes. One of the most common mistakes startups make is to inadequately analyse their market and target audience. The design thinking methodology that focuses on customers as people with defined needs, and works backward to a technology solution, could help avoid this mistake and be of great benefit to early-stage teams. The number, frequency and duration of online mentoring sessions will be agreed with each EIC Beneficiary but there is a minimum commitment of 3 mentoring sessions.